本文關(guān)鍵詞： 村鎮(zhèn)銀行 品牌建設(shè) 品牌要素 價值體系　出處：《貴州財經(jīng)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來,我國村鎮(zhèn)銀行的建設(shè)呈現(xiàn)出一片欣欣向榮的景象,作為農(nóng)村金融市場的新興金融體,村鎮(zhèn)銀行的出現(xiàn)為我國農(nóng)村經(jīng)濟的發(fā)展注入了新的活力。站在品牌的價值高度研究我國村鎮(zhèn)銀行如何做大、走強,對于我國農(nóng)村經(jīng)濟的建設(shè)乃至整個國民經(jīng)濟的發(fā)展,都具有十分重要的意義。 本文主要運用了調(diào)查分析、對比等方法,在對村鎮(zhèn)銀行的現(xiàn)狀及品牌建設(shè)情況進行深入分析的基礎(chǔ)上,結(jié)合我國商業(yè)銀行品牌建設(shè)的成功經(jīng)驗和村鎮(zhèn)銀行的實際,得出一套較為完整的村鎮(zhèn)銀行品牌建設(shè)及管理方法。本文認為,村鎮(zhèn)銀行的品牌建設(shè)不僅要積極借鑒其他銀行甚至企業(yè)的成功模式,更要結(jié)合自身實際與當?shù)貐^(qū)位特點、農(nóng)村經(jīng)濟發(fā)展狀況及資源稟賦、文化特色,這樣才能順應(yīng)市場變化,積極面對風險,走出一條獨具特色的可持續(xù)發(fā)展之路。要建立品牌,首先要有合理的品牌架構(gòu)和定位,定位的好壞直接影響到村鎮(zhèn)銀行長期的發(fā)展,文章在關(guān)鍵部分闡述了村鎮(zhèn)銀行品牌的架構(gòu)與定位問題。然后從銀行、產(chǎn)品、客戶這三個角度分別對村鎮(zhèn)銀行品牌價值體系的構(gòu)建進行了分析。同時,加強品牌的傳播推廣也是品牌建設(shè)的重要環(huán)節(jié),文章最后還提出了加強品牌管理的方法及相關(guān)建議。這一部分是文章的核心,也是此次研究得出的最重要結(jié)論。 本文的創(chuàng)新點就在于將村鎮(zhèn)銀行的研究與品牌的建設(shè)緊密結(jié)合起來,本文的難點就在于村鎮(zhèn)銀行品牌建設(shè)模式的研究,特別是對于客戶品牌要素的挖掘及企業(yè)文化內(nèi)涵的打造,都是非常龐大復(fù)雜的系統(tǒng)工程。雖然本文已經(jīng)初步研究出這些重點及難點問題,但是得出的結(jié)論理論性較強,給出的建議比較主觀,這些都需要在以后理論研究和實踐探索中去檢驗和完善。
[Abstract]:In recent years, the construction of village banks in China has shown a thriving scene, as a new financial body in the rural financial market. The emergence of village banks has injected new vitality into the development of our country's rural economy. Standing at the height of brand value, the study on how to make the village banks bigger and stronger in our country is of great importance to the construction of rural economy and the development of the national economy as a whole. Are of great significance. Based on the deep analysis of the present situation and the brand construction of the village bank, this paper combines the successful experience of the brand construction of the commercial bank in our country and the reality of the village bank. A set of relatively complete brand construction and management methods of village and town banks is obtained. This paper holds that the brand construction of village banks should not only draw lessons from the successful models of other banks and even enterprises, but also combine with their own reality and local location characteristics. In order to adapt to the changes of the market, to face the risks actively and to walk out a unique road of sustainable development, the rural economic development condition, resource endowment and cultural characteristics can be adapted to the market changes. In order to establish a brand, we must first have a reasonable brand structure and positioning. The quality of positioning has a direct impact on the long-term development of village banks. In the key part, the paper expounds the structure and positioning of village bank brands. Then, from the perspective of banks, products, At the same time, strengthening the spread and promotion of brand is also an important link of brand construction. This part is the core of the article and the most important conclusion of this study. The innovation of this paper lies in the close combination of the research of village bank and the construction of brand, the difficulty of this paper lies in the research of brand construction mode of village bank. In particular, the excavation of customer brand elements and the creation of corporate culture connotation are very large and complex systems engineering. Although this paper has preliminarily studied these key and difficult problems, the conclusion is quite theoretical. The suggestions given are subjective, which need to be tested and perfected in the later theoretical research and practical exploration.
【學(xué)位授予單位】：貴州財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.35

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本文編號：1522851